RISE - Menu Monitor

Menu Positioning |
Hardee’s menu serves all three dayparts with offerings ranging from breakfast sandwiches and platters, to burgers, sides,
salads, sandwiches, desserts and beverages. The menu begins with signature breakfast sandwiches served on made-fromscratch
biscuits. Options include the Loaded Omelet Biscuit, Chicken Fillet Biscuit, Monster Biscuit, Sausage Biscuit,
Cinnamon & Raisin Biscuit and the new Blueberry Biscuit—covered with blueberry topping and sweet icing. Other favorites
include breakfast burritos, pancakes, combo platters, Hash Rounds and grits. For lunch and dinner, its signature item is the
Thickburger—an assortment of hearty-sized Angus beef burgers with traditional toppings of lettuce, tomato, onions and
cheese on a sesame seed bun. Thickburgers are sold in varying sizes, including 1/3-lb., ½-lb. and 2/3-lb. Favorites include the
original Thickburger, Mushroom & Swiss, Bacon Cheese, Grilled Sourdough, Low Carb and the Six Dollar Burger, weighing in
at a half-pound. Besides burgers, customers can choose among several sandwiches, including the Big Chicken Fillet,
Charbroiled Chicken Club, Big Hot Ham & Cheese and Hawaiian Chicken Sandwich. Sides include Natural-Cut French Fries,
Crispy Curls. Desserts include apple turnovers, hand-scooped ice cream malts and shakes. Beverages include sodas,
lemonade, orange juice, milk, hot chocolate, hot and iced tea and bottled water. Menu prices range from 69¢–$6.69. Checks
average $6.
Promotion Plans |
Hardee’s launched a new commercial called “Girlfriend” featuring a good-looking waitress. Introducing its new Buffalo Chicken
Sandwich, the commercial ends with a male customer getting busted by his girlfriend for taking too much interest in the
waitress. (Company Release 2/26/07)
Carl’s Jr. and Hardee’s restaurants across the country are encouraging employees and customers to join the company in a
fundraiser to benefit breast cancer awareness called “Pink Star.” Customers are encouraged to donate to the cause at a local
Carl’s Jr. or Hardee’s unit. The donations benefit the National Breast Cancer Foundation. The chains have been holding the
fundraiser for three years. Customers who donate receive a coupon for a free beverage and a personalized pink Happy Star to
place on the restaurant’s lobby display. The Happy Star is the logo for both Carl’s Jr. and Hardee’s. The campaign began on
May 2 and will end on May 23. (Company Release 5/2/07)
Hardee’s is facing backlash from the Tennessee Education Association for airing a racy ad campaign. The chain’s new ad
features a sexy teacher making provocative moves in front of the class while two students rap to a song called “Flat Buns.”
Hardee’s claims the ad is a spoof targeting young men who find this type of ad campaign appealing. The fast-food burger
chain recently dealt with consumer complaints about a previous controversial ad featuring Paris Hilton. (FOX News Online
9/9/07)
CKE Restaurants Inc. has agreed to a national promotion for the feature film “Igor,” slated for release in October 2008. CKE’s
more than 3,000 Hardee’s and Carl’s Jr. restaurants will offer “Igor”-designed premiums as part of their Cool Kids Combo
meals. In-store displays for the movie and an online campaign are also part of the promotion. (Yahoo! Finance 11/16/07)
Menu Development |
Hardee’s has re-introduced its Chili Cheese Thickburger with Chili Cheese Fries. Both items were a part of the original
Thickburger menu and will return for a limited time. The thickburger features a charbroiled 1/3 pound Angus beef patty topped
with diced yellow onions, mustard, American cheese, pickles and chili on a seeded bun. It is priced at $3.49 or $5.78 for the
combo meal. The Chili Cheese Fries are priced at $2.19. (Company Release 11/13/06)
Carl’s Jr. and Hardee’s restaurants rolled out Mint Chip Hand-Scooped Ice Cream Shakes & Malts to its menu. The malts and
shakes feature hand-scooped vanilla ice cream, mint syrup, chocolate flakes and milk blended to order and topped with
whipped cream. Malt powder can be added to create a malt taste. The beverages are priced at $2.99. (Company Release
11/06/06)
Hardee’s has introduced its new Southwest Chicken Salad. The item features a tortilla shell “bowl” with lettuce, chicken breast
strips, two red onion rings, chopped white onions, Cheddar cheese, tomatoes and Santa Fe dressing. It is priced at $3.99.
(Company Release 11/20/06)
Hardee’s added the Monster Biscuit, a breakfast version of its Monster Thickburger sandwich. The item features four slices of
ham, three strips of bacon, a sausage patty, a folded scrambled egg and two slices of cheese between a biscuit. It is priced at
$2.49 alone or $3.89 as part of a combo with a drink and hash browns. (Nation’s Restaurant News 1/30/07; NRN Daily
NewsFax 1/17/07; Company Release 1/16/07)
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